The New Era of Mobile Intelligence

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THE CONVERGENCE OF MOBILE COMPUTING AND BUSINESS INTELLIGENCE

A REVOLUTION IN INFORMATION DISSEMINATION AND CONSUMPTION
Computing is entering its fifth generation with desktop Internet applications giving way to a new generation of Mobile Internet applications. The use of the Internet on smartphones and other mobile devices has changed the way people communicate and consume information, creating an exponential rise in the acceptance, adoption, and usage of data. With the ability to access information at any time, in any location, on a hand-held device, consumers can now make more and more decisions quickly and easily. As consumers capitalize on the power of mobile devices, the same transformation is occurring in business. Business applications that were mildly successful when used on a desktop, have suddenly become highly effective and valuable when consumed on the go, whenever and wherever business is conducted. Mobile business information access will likely eclipse desktop information access in the near future, leading to a new era of Mobile Intelligence. The convergence of business information and analytics with mobile technology is empowering business people in a way that was never possible, until now. Mobile Intelligence delivered through smartphones and other mobile devices has the potential to revolutionize business processes across every industry. Mobile Computing: The 5th Major Technology Cycle of the Last Half Century Since the 1960s, there have been four major cycles of computing: mainframes, mini computing, personal computing, and desktop computing. Mobile computing, the 5th technology cycle, is predicted to have a far greater impact and adoption than any of the previous cycles.

Mainframe Computing

Mini Computing

Personal Computing

Desktop Internet Computing

Mobile Internet Computing

Desktop Intelligence

Web Intelligence

Mobile Intelligence

Figure 1. The Mobile Internet is the 5th major technology cycle of the last half century

Today’s mobile computing is best epitomized by use of the Internet on smartphone devices, including the Apple iPhone, Google Nexus One, and RIM BlackBerry. Smartphones are exploding in popularity and technical capabilities. The adoption rate of smartphones is far outpacing previously observed adoption rates of Internet or desktop-based technologies. The reasons are simple: these mobile devices provide constant connectivity and are convenient to carry, extremely powerful, and easy and fun

Mobile computing will further expand its footprint with the arrival and adoption of mobile tablet devices. or the warehouse floor. Without convenient access to business information. the number of iPhone and iPod Touch users is 8 times as large as the number of AOL users. The Mobile Internet Report Fig 2. rather than delay due to a lack of information. whether in a noisy restaurant. decision makers now have the power to make these decisions immediately. at-your-desk computing using a mouse and a keyboard is quickly becoming outdated. Rapid decision-making is key to accelerating the profitability of business. actions are postponed until workers return to their desks. Q 19 11 13 . With Mobile Intelligence. the greater the chance of missing the opportunity. and act on information. Carrying stacks of business reports to meetings and conferences no longer provides the depth of insight needed for timely.Subscribers MM to use. 60 50 40 30 20 10 0 1 3 5 7 9 Q Q Q Q Q 25Mil 57Mil iPhone + iTouch Netscape NTT iMode 11Mil AOL 7Mil 15 17 Q Q Q Q Quarters Since Launch Source: Morgan Stanley. connected devices that use a Natural User Interface (NUI) and deliver information and applications in the palm of your hand. which allows heuristic analysis and decision-making wherever a decision is required. Decision Window of Opportunity – Decisions have a window of opportunity when a choice or action can be made to maximize the impact. introducing organization-wide bottlenecks and delays. Mobile Information and Mobile Applications Mobile Intelligence is poised to revolutionize the way organizations deliver. Unique capabilities aside. competitive business environment. consume. the number of people that can carry a smartphone is significantly greater than the number of people that take a laptop with them when away from the office. The future is mobile computing on light-weight. Compared nine quarters after launch. an aisle of a retail store. Decision Sweet Spot – Decision sweet spots are locations such as the aisle in a store. The Mobile Internet has outpaced desktop Internet adoption. is obsolete. the line in a factory. Static. In today’s fast-changing. smart decision-making. information is accessible without sitting down and finding a place to plug in a laptop. Business people need to be able to make data-driven decisions in the sweet spot. These restrictions and delays are erased with Mobile Intelligence. Almost everything about today’s computers. immediate decisions. it is imperative to provide immediate answers to both internal and external customers. or a conference room. for the majority of daily tasks. Increasing the Velocity of the Transaction The convergence of business information and analytics with mobile technology is empowering more and more people to make hands-on. Users can sift through enormous volumes of data on their handheld devices and convert this data into actionable insight. In less than a few seconds. This delay could result in the loss of a sale or even a customer. an airport terminal. The longer it takes someone to get to the information and completely evaluate the situation.

With Mobile Intelligence. re-order ✓ Meeting – Analyze and share team performance during meeting Fig 4.000 100 10 1 ame g infr Ma putin Com Com i Min ting pu al son Per uting p Com p kto Des rnet Inte uting p Com bile Mo rnet Inte uting p Com 100Mil Units 1B+ Units 10B+ Units?? 60 70 80 90 00 10 19 19 19 19 20 20 Source: Morgan Stanley. easily in the palm of your hand. The ability to access information at anytime in any location. The Mobile Internet Report Fig 3. Mobile computing devices now range from smartphones and NUI-infused tablets to handheld game consoles and fully functional in-car computers. Desktop Intelligence Mobile Intelligence ✓ Weather – Tomorrow ✓ @ Movies – Record shows to DVR ✓ @ Dinner – show times and tickets 12am ZZzzzz �3 hours At Desk ✓ Dinner – best wines and entrees ✓ Find Friends – Map locations ✓ @ Metro – make reservations ✓ @ Dentist – Review AM sales ✓ Work – emails between meetings 6pm Information Opportunities Every Waking Second 12pm ✓ Security – Check Global WH security ✓ Run . Mobile Intelligence expands information opportunities Driver Number 3: Mobile Intelligence Expands Personal Query Relevance by a Factor of 4 Today’s mobile computing devices are revolutionizing how information is deposited into applications. these mobile device types harmonize across themes of connectivity. the manager can process decisions and analyze the latest information at any hour or location. A typical retail store manager may spend only a few hours working at a desk. and move the 20 20 .optimum pace/training 6am ✓ Breakfast – Healthiest choice ✓ Health – Update diet facts ✓ Commute – Next Bus? ✓ @ Bus – Watch News ✓ Email – Review inbox ✓ @ Store – check WH inventory. Using a keyboard and a mouse is now outdated. Mobile Intelligence will expand the user population Driver Number 2: Mobile Intelligence Expands Information Opportunities by at Least a Factor of 10 As mobile computing becomes pervasive in both personal and professional lives.000 10.000 Devices / Users (MM in Log Scale) 100. A natural user interface allows users to point at what they want. people are discovering more and more opportunities to make complete use of these powerful devices. For all their differences.000. Driver Number 1: Mobile Intelligence Expands the User Population by a Factor of 10 Mobile devices will significantly surpass the impact and number of desktop Internet devices.Mobile Intelligence is 400 Times More Powerful than Desktop Internet Intelligence The revolutionary impact of Mobile Intelligence is evidenced by three major drivers. mobility. they can use applications that not only enhance their personal lives but also make them more productive and effective at work. The range and number of mobile devices is showing explosive growth and the boundaries between these devices is blurring. allows immediate decision-making. From the moment they wake. and information delivery. 1. touch where they want to go.000 1.

Organizations that embrace Mobile Intelligence will become leaner. and a data visualization control. a calculator. and zip code when the device can locate the user automatically? Touch Geo-Location Barcode PC Voice & Phone Mobile Text Notes Visual Motion & Orientation Devices es Fig 5. and the Kindle DX. city. The ongoing impact of the evolution in device inputs and natural interfaces is to make applications faster. and how fast. fonts. The Impact of Mobile Intelligence will be Greater than what is Currently Imaginable In the new era of Mobile Intelligence. such as a keyboard.com • Copyright ©2010. street name. leading to greater usage and a higher user adoption rate. Mobile Intelligence applications demand much faster performance and serve much larger user populations than traditional wired Internet applications. and greater competitive advantage. a map. Technology is playing catch-up and already converts images into data inputs from barcodes.microstrategy. and understand their location. smarter decision-making machines resulting in more business. the direction they are moving. Touch screens dynamically change into convenient input controls to meet the user’s needs. businesses that presently don’t exist may evolve into industry leaders. faster. easier. outpaced by those organizations that choose to thrive on the mobile Internet. COLL-0936 0410 MicroStrategy Incorporated • 1861 International Drive • McLean. and facial recognition. Applications that are moderately valuable with the desktop Internet may be billion dollar applications when fully applied to the mobile Internet. MicroStrategy 9: Designed to Meet the Challenges of Mobile Intelligence MicroStrategy 9 is well-suited to support the emerging and demanding needs of the new generation of Mobile Intelligence applications. all while being more intuitive. Mobile devices use these natural actions as inputs. and more natural to use. MicroStrategy offers Mobile Business Intelligence capabilities for the Apple iPhone and iPad. As a result. the user’s inputs are faster and cover a greater range of options. All rights reserved. more revenue. but will be designed as a mobile application. with an architecture that is engineered for the speed and performance required to rapidly deliver information on a mobile device. . Why enter a house number. fingertips. Mobile Intelligence expands personal query relevance Query speed and query relevance are further enhanced with other rich capabilities such as visual inputs via a camera or audio inputs via a microphone. Mobile computing devices respond to how users move their fingers and arms. the BlackBerry Smartphone. The next YouTube or Facebook hasn’t been invented yet. VA 22102 • 703 848 8600 • www. Organizations that stay with today’s desktop-based information distribution models may become obsolete.device to indicate how they want to explore the information.

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